Graphics Identity Guide
Policy on creation of new logos
The creation of new logos or variations on university branding by colleges, units, departments, etc., is no longer permissible. Note: Graphics for events such as UW-Stevens Point Homecoming and Trivia are allowed.
After consultation with university governance groups, a set of logo extensions has been developed. All departments on campus are accountable for adopting the appropriate logo extensions and discontinuing the use of other logos. Departments in the four colleges (College of Fine Arts and Communication, College of Letters and Science, College of Professional Studies and the College of Natural Resources) should contact the marketing coordinator in their college to attain the correct logo extension. Departments and units outside the four colleges may contact University Communications and Marketing for a correct copy of their logo extension.
UW-Stevens Point logo overview
Below is an overview of commonly used official UW-Stevens Point logos.
The University of Wisconsin-Stevens Point is represented by several official identifying graphics. Each has specific applications and use of any of these must follow the guidelines contained within this document.
The official university logo
The primary University of Wisconsin-Stevens Point logo is comprised of three elements: the UW-Stevens Point symbol, the word mark and all three campus locations. The logo is a federally registered trademark and the ® symbol can appear on it when used. The university logo cannot be altered. For addtional rules see do’s and don’ts on pages 18 and 22.
The approved colors of the university logo are:
• black
• purple
• gold or white (reversed) on a dark background
• full color (purple and gold symbol with purple word mark or white word mark if on dark background). The background inside the symbol must be white and not transparent.
Symbol and word mark
The symbol and word mark are graphic elements of the complete university logo and cannot be used separately without permission from University Communications and Marketing. The symbol or word mark must not be recreated with alternate fonts, resized or rearranged in any way other than those articulated within the university branding system.
Alternate word mark
The “UWSP” word mark is used in social media profile graphics and is not used in print publications. See social media guide. For questions regarding alternate word marks, contact University Communications and Marketing.
Three in one campus branding
See page 20 for additional information about three-in-one and branch campus branging.
Logo extension hierarchy
The six categories within the UW-Stevens Point hierarchy are: primary logo, executive office extension, division extension, division unit extension, college extension and college department extension.
Primary Identifier
The UW-Stevens Point logo is the primary university logo, which consists of the symbol and word mark and must be used as one. The primary logo must appear on all university publications if no secondary logo extension is used.
Color background
When the university logo is used on a dark or color background, the university word mark is reversed (white).
Size
To maximize legibility on printed materials, the UW-Stevens Point logo must not appear smaller than 2 inches with the symbol graphic at least 5/8 inch.
In general, while the UW-Stevens Point identity must be prominently displayed, it does not have to be the largest graphic on a given page or cover and should be sized appropriately for each particular purpose. Common sense should prevail.
Required use
All university-related publications are required to have the primary logo or a logo extension on the front page or cover for branding purposes.
Although encouraged to include the university logo, student organization publications are not required to use the university logo for internal-use publications.
Safe area
A safe area around all UW-Stevens Point logos must be preserved to allow for maximum legibility of the identifier. No other elements may intrude on this safe area. Placing the logo too close to an edge or fold
(minimum 1/4 inch) also violates the safe area.
Executive office and division specific logo extensions
There is one executive office, the Office of the Chancellor; and four divisions: Division of Academic Affairs, Division of Student Affairs, Division of Business Affairs and Division of University Advancement. Below are the approved logo extension formats for these units.
Branch campus and college specific logo extensions
There are five colleges within the university: College of Letters and Science, College of Fine Arts and Communication, College of Natural Resources, College of Professional Studies and University College. Below are the approved formats for college specific logo extensions
College department, branch campus and subunit logo extensions
Branch campus, administrative office, support unit or academic department in a division or college can use a secondary logo extension in place of the primary logo. Below are the approved formats for secondary unit extensions. Note: College units have three lines and division secondary units have two lines. Non-college units may be granted permission to use three lines if approved by UCM.
Format for multiple department logo listing
In the event where more than one department and/or unit logo is necessary, use the following format.
Note: Alternate approved fonts may be used for department list.
*Stacked alternate variation of all logo extensions should only be used if horizontal spacing is limited or design format requires symmetrical composition.
New logos and university graphics policy
A logo is used to help consumers quickly identify a business, product or service.
Achievement graphics are used to promote special milestones or achievements.
Event graphics are used to promote specific events.
Logo creation
- Creation of department or program logo is not permitted.
- Creation of new product logo is not permitted. Special exceptions may
- apply (e.g., RiverPoint paper); contact UCM for more information.
- Creation of logos for Student organizations are permitted. see “Student organization logos” below
New graphics
- Creation of event graphics is permitted (e.g., Trivia, UW-Stevens Point Homecoming).
- Creation of achievement graphics, such as the 125th anniversary and
- 100% renewable electricity, is permitted with approval from the
- Chancellor’s Office and/or UCM.
- Creation of alternate dog or dog related graphics to represent the universeity are not permitted
- New graphics that represents the university must be submitted to UCM for approval.
- Approved graphics do not replace the overall brand or message of the university and should only be used on appropriate publications (graphics do not replace the university logo.)
- Approved graphics may be used in conjunction with the university logo.
- See “Proper use of secondary brand and approved graphics” (below) for placement of graphic.
Independent brand
An independent brand is an entity that uses its own logo because of the following criteria: affiliation with multiple universities or partners, or a mission that differs significantly from the university’s core mission and strategic goals. Independent brand logos may be used individually or be used in conjunction with the university logo. See “Proper use of secondary brand and approved graphics” (below) for placement of graphic.
Independent Brand include entities such as ROTC.
Student organization logos
Sanctioned student groups and clubs are allowed to develop and use their own logo. University logos cannot be incorporated into the student group logo. See page 11 for additional rules regarding the university logo. It is recommended, but not required, that a university identifier (University of Wisconsin-Stevens Point, UW-Stevens Point or UWSP) be part of the logo. Student organization logos must be reviewed by the University Communications and Marketing office to make sure the logo adheres to the standards manual.
Proper placement of secondary brand and approved graphics
The university logo must maintain its distinctive identity. Secondary brands or approved graphics cannot be paired in close proximity to the university logo. The secondary brand or approved graphic must be placed with enough spacing to maintain their respective visual identities.
Discontinued graphics
• The university seal
• Cartoon Stevie and all variations of the graphic
• All variations of the “SP” graphic, other than the offical version
• The Pointers paw print, or any other variations of a paw print
Athletics marks
A set of identifiers exists to advance UW-Stevens Point Athletics. The primary use of these graphics is for athletics applications. Campuswide use is permitted as long as the athletics logo is not modified from its original form or paired with department names, unit brands or areas of study.
Approved “SP” graphic
The “SP”graphic is a universitywide mark that may be used for athletics and non-athletics applications. Alternate and older variations of the “SP” graphics are no longer used (page 22).
Do’s and don’ts (university graphics)
University logo
• Do not modify, reproportion or rotate the university logo.
• Do not separate the full logo without permission.
• Do not combine university and athletics logos.
• Do not extract part(s) or elements of the logo to use on other graphics or service marks.
• Do not use as part of a pattern or larger graphic that might diminish its visual strength.
• Do not enclose the graphic within another shape or graphic.
• Do not use background colors, screens, clouds, photos, trees, etc. inside the symbol part of the logo.
• Do not animate the graphic unless approved by UCM.
• Transparent use of the logo must be reviewed by UCM.
• Do not use as background graphic where the value of the logo is diminished (e.g., clock face).
Athletics logo and SP graphics
• See athletics brand identity section.
Colors for publications
The following represents the UW-Stevens Point color palette. These colors help give university publications a uniform look and may not be altered. The main color scheme in university publications must use the primary colors.
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Gold-pms 123:
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0c, 24m, 94y, 0k
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255r, 200g, 46b
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Purple-pms 267
:
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89c, 100m, 0y, 0k
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81r, 38g, 152b
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Secondary colors
The university also has secondary color palettes that can be used as accent colors in publications, in addition to the primary colors. Secondary color(s) are not used as the main color scheme. Some exceptions are allowed if approved by UCM.
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Green (not as text):
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50c, 18m, 100y, 0k
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145r, 172g ,62b
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Orange (not as text):
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0c, 55m , 90y, 0k
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246r, 139g, 51b
|
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Violet (not as text):
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35c, 35m, 0y, 0k |
165r, 160g, 207b
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Blue (not as text):
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50c, 15m, 25y, 0k
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130r, 181g, 186b
|
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Orange:
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0c, 80m, 100y , 0k
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255r, 51g, 0b
|
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Blue:
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86c, 28m, 41y, 25k
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0r, 114g, 121b
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Red:
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15c, 100m, 100y, 15k
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182r, 29g, 34b
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Fonts for university print publications
The use of typefaces from the following set of common fonts further ensures the consistent look of university publications for external audiences. These fonts must be used in your publications.
General use (letters, memos, etc.):
Serif:
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Times or Times New Roman
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Sans serif:
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Calibri
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Print publications:
Major heads/Titles:
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Impact
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Serif:
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Times or Times New Roman
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San-Serif:
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Century Gothic
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Franklin Gothic
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Script:
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Brush Script
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Please note: The Friz Quadrata font family is used only for university word marks and logo extensions, and must not be used for any other purpose such as text copy, titles, headers or as part of other graphics.
Fonts for the web
See web standards.
Athletics fonts
Athletics fonts are reserved for athletics use only. They must not be used as text copy or for creating nonapproved marks or logos. They can be used on permanent signage for athletic venues and may be used on banners or signs promoting athletic events.
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